Word of Mouth on Social Media
Year: 2014
Type: article
Abstract: Through the access to information, the Internet has transformed people lifestyle, their preference for products, how they relate to brands. Perceived as an open space, without limitation, social media has become the main channel for expression of word-of-mouth, with both positive and negative effects. Thus The Internet has allowed the development of WOM, making it contemporary in our technological world. This paper examines the motives for adopting WOM behavior, forms of WOM, the WOM model and principles, directions of WOM research. Brand engagement has made consumers more powerful in terms of requirements and evaluation of product/brand, more demanding and impatient in brand communication and market response.
Author: Ana Raluca Chiosa
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2286116368